Some early reports have indicated that while online shopping is soaring today, traffic at malls is a little lighter than retailers may like. I can attest that my husband - somewhat begrudgingly - got up early on his day off to drive our daughter to her retail job by 5:45 a.m. so she didn't have to fight the traffic and waste time looking for parking - only to find that traffic was light and the parking lot was only a quarter full.
Looking at today's inbox of emails from leading fashion retailers, it seems the light foot traffic may have been anticipated. It will be interesting to see if the efforts seen in these emails help to turn the day around for brick and mortar stores:
Granted, I had to scroll to the bottom of this Forever 21 email, but this is a pretty generous in-store only promotion -
What came earlier this morning from Forever 21, however, was a much stronger push -
And while this J.Crew email does not promote an in-store only event, it's obvious they want to make it's very easy for me to find my nearest store
Gap, too, is trying to drive traffic in-store, however, it's unfortunately again at the bottom of a long, scrolling email and less obvious than the Forever 21 promotion -
(It's worth noting that of course all of the other emails I have received from fashion omnichannel retailers have clearly communicated that Black Friday deals apply both on-line and in-store.)
So what about pureplay retailers? Even online only merchants must know that the traditional website is not the only place their customer may want to shop today. Kudos to YOOX.com for this effort to capture shoppers wherever or however they may want to take part in Black Friday deals today:
How are you driving shoppers to your brick and mortar stores today?